• Asia-Pacific Journal of Business
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• v.11 no.4
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• pp.103-119
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• 2020

Purpose - This study aimed to clarify the effects of CEO characteristics and marketing activities on management performance of fashion corporate by using financial statement. Design/methodology/approach - This study collected a sample of total 170 companies that can obtain the corresponding data among fashion manufacturing companies listed on KOSPI. The data of the financial statements reported from 2011 to 2018 were analyzed. Correlation analysis and multiple regression analysis were conducted. Findings - First, the more the number of CEO and the younger the CEO, the more employee welfare and training expenditures of internal marketing. The age of the CEO had a negative effect on all external marketing activities. The CEO number had a negative effect on sales promotion and advertising expenditures, but a positive effect on entertainment expenditure of external marketing. Second, as a effect of marketing activities on management performance, the welfare and training expenditures of internal marketing and entertainment expenditure of external marketing had a positive effect but sales promotion expenditure of external marketing had a negative effect on management performance. Research implications or Originality - Marketing activities that consider the differentiated factors of fashion corporate are necessary. Also, the objective accounting information can provide practical information for fashion industry.

• The Korean Journal of Franchise Management
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• v.6 no.1
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• pp.91-111
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• 2015

This paper aims to examine the effect that cultural marketing influences on visit motivation and customer responses. We found that cultural marketing promotion activities by Benares, Indian restaurant had a positive effect on motivation to visit the store. Also research showed that the cultural direction and positioning marketing activities of Benares' cultural marketing had a statistically significant positive effect on all items of customer responses, that is service, atmosphere, brand but cultural promotion and cultural support marketing activities had a positive effect only on brand, except service, atmosphere. In addition, research showed that while all items of customer responses had a positive effect on revisit intention. In other words, it was proven that cultural marketing promotion activities by the Third World restaurant influence on visit motivation and customer responses and it provides practical implications to business marketers that foodservice companies' marketing associated with cultural marketing activities can be efficient marketing strategies that influence on revisit intention.

• Fashion & Textile Research Journal
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• v.6 no.2
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• pp.195-204
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• 2004

As Korea fully entered the fashion industry in the early 1980s, the casual lifestyle trend has led the casual trend of fashion, and segmentation and specialization of the casual wear market began from the early 1990s. As of 2003, which is twelfth year after On & On's launch in 1992, this brand has succeeded in advancing into the Chinese market and has also arisen as a successful brand in the domestic market. The present research was carried out by consulting on the proposal of the marketing strategies for On & On. Firstly, in 1994 the marketing research for the consumers visiting the shop was carried out. A second investigation was conducted on the basis of the first analysis in 2003, ten after the first investigation. This research was performed to propose the future marketing strategies for On & On through an analysis of the changes of On & On consumer's purchase. This research established marketing strategies for the young casual brand.

• Korean Management Science Review
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• v.18 no.2
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• pp.11-24
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• 2001

To cope with the rapid emergence of competition, communication service providers are assigning marketers for the purpose of relationship marketing. However, the efficiency of relationship marketing has yet to be examined. This paper investigates the service quality determinants In relationship marketing through the telecommunication service marketers. By considering the specificity of the marketer´s role, the quality dimensions in SERVQUAL research have been modified. A survey has been conducted for the hypothesized seven quality dimensions. The results of the factor analysis show that the service quality determinants of relationship marketing are in fact four dimensions : empathy, reliability, image and tangibles. Here, the empathy dimension entails cost factor, and the reliability dimension includes responsiveness and assurance. The results also support the proposition, reported in SIRVPIRF research, that the quality of service should be measured only by the perceived achievement of the customer. This study provides useful insights into developing the strategy for effective relationship marketing.

• The Journal of Industrial Distribution & Business
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• v.11 no.2
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• pp.49-59
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• 2020

Purpose: Online and social media and mobile shopping are increasing and companies are required to provide personal information in order to supplement the non-invasive characteristics of the channels. With the increased provision of personal information, consumers' personal and social concerns about the prevention of personal information infringement are also increasing, and in response, personal or opt-in marketing has emerged to compensate for reckless information abuse. Despite the background of this emergence, the existing prior studies are limited to ignoring the negative feelings of consumers in the real world, including only the net function and positive effect of the opt-in mail. Research design, data and methodology: The research framework was intended to utilize the impact of human marketing activities on consumer attitudes combined with positive and negative factors. Factors that positively affect attitudes toward permation marketing were presented, such as informality, and perceived risks were presented as negative impact factors. Also, based on previous prior research, the prior factors of opt-in marketing were to present the effect on purchase intent through the medium of attitude toward opt-in marketing. Results: In this study, we used the framework of a two factor theory to address positive and negative factors as a leading factor in the customer attitude toward opt-in mail advertising, and as a result, functionality and personalization have a positive effect on customer attitude and perceived risk have a negative impact on customer attitude. In addition, it was confirmed that the customer attitude formed this way affects the intention to purchase again. Conclusions: This study suggests that we have demonstrated that marketing, an opt-in marketing that has been recognized as part of marketing that is deployed after obtaining customer consent, has been applied without any other marketing methodology. E-mail advertising at this point also provides practical implications that the system safeguards are in place under an opt-in protocol or system, and that even if an e-mail advertisement is carried out, customers will need to look at the level of awareness about the risks, and suggests that they need to consider the customer's journey that could lead to purchase at the content level.

• International Journal of Computer Science & Network Security
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• v.23 no.12
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• pp.137-144
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• 2023

The relevance of the research topic lies in the necessity to use social networks as innovative tools of marketing communications. A wide audience and the ability to segment the market for a specific consumer determine the construction of a corporate strategy, which will be based on using the social networking approach. The spread of the global coronavirus pandemic has led to the rapid development of remote communication channels between the company and the customer. The issue of using marketing tools in social networks acquires the most urgent importance in the modern world of the introduction and implementation of the company's marketing strategies. The purpose of the academic paper is to study the use of social networks as features of implementing the marketing campaign. Social networks are the result of the development of digital technologies and the processes of creating an information society involved in the digital space. The objectives of the research are to analyse the opportunity of using social networks as a tool for marketing communications and their implementation at the level of its widespread use by enterprises and establishments. It is significant to create an advertising campaign by defining the target audience and outlining the key aspects, on which the company is focused. The research methodology consists in determining the theoretical and methodological approaches to the essence of introducing social networks and their practical importance in the implementation of marketing activities of companies. The obtained results can significantly improve the quality of functioning of modern enterprises and organizations that plan to master a new market segment or gain competitive advantages in the existing one. The academic paper examines the essence of social networks as a tool of marketing communications. The key principles of the development of digital social platforms were revealed. The quality of implementing the advertising campaign in the social network was studied, and further prospects for the development of using social networks as a component of the marketing strategy were outlined. Therefore, the academic paper analyses the problems of using social networks as a marketing tool.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2000.10a
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• pp.293-297
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• 2000

The purpose of this study is to define the main factors of marketing strategies in IT ventures, remodel types of marketing strategies in IT ventures by two core-marketing dimensions due to derived factors, and suggest marketing strategies by each strategic cluster.

• Asian Journal of Business Environment
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• v.8 no.4
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• pp.5-15
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• 2018

Purpose - The research aimed to reveal real decisional behavioral of management institutes in India for social media marketing usage, and analyses of empirical elements of social media consumption pattern. Research design, data, and methodology - The investigation was based around a research methodology using quantitative analysis with appropriate statistical techniques on random surveys of consumers, detailed exploratory and confirmatory factor analyses are applied to assess the empirical validity of the model and multiple regression employed using R studio edition to validate the reliability of the developed models. Results - A new conceptual framework is proposed - the management institutions decision model, providing a tool for effective and more focused decision-making strategies for developing better utilization techniques for social media. Management institutions have different requirements based upon objectives and resources available. The evidence suggests that the administrators need to be more aware of consumer indicators when targeting and designing social media marketing strategy. Conclusions - The research was based on samples and not the entire population of target consumers, providing limitations. As an inferential statistical method was chosen, the results might be susceptible to inaccuracy. The model developed from different age users, thereby providing rich perspectives into social media usage pattern.

• Knowledge Management Research
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• v.10 no.3
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• pp.81-98
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• 2009

The purpose of this study is to investigate the effect of Hallyu(Korean Wave) and marketing mix elements on brand equity based on the Korean cosmetic brand in China Market. It will provide the constructive suggestions to build Korea brand equity in overseas market through empirical research. At the beginning of this study, in order to analyze the effect of Hallyu and marketing mix elements on brand equity, we studied literature reviews on relationships between brand equity and marketing mix elements, culture, Hallyu and its influences on marketing. And then, we set up the research model, hypotheses and variables. The chosen variables to investigate are price premium, price deals, store image, distribution intensity, advertising, Hallyu, perceived quality, brand loyalty, brand awareness/associations, and brand equity. The results of the study reveal that Hallyu and advertising had a positive influence on perceived quality, brand loyalty and brand awareness/associations, but the other marketing elements had partial influence. All of perceived quality, brand loyalty and brand awareness/associations showed positive effects on brand equity. Additionally, theoretical and managerial implications of brand equity and Hallyu based on the results of this study are discussed. And limitations and future research issues are also presented.

• Journal of Distribution Science
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• v.22 no.7
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• pp.33-42
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• 2024

Purpose: The furniture industry has a huge potential for growth in Indonesia. Due to Indonesia's vast natural resources, furniture designers, makers, and retailers are given ease of access. The research analyzes the influence of service quality, promotion, product, and price on brand image and purchase intention in Indonesia's furniture distribution channels. Research design, data, and methodology: The variables used are service quality, promotion, product, price, brand image, and purchase intention. This research is cross-sectional research, which will be conducted among the furniture consumers in Indonesia, from the Instagram followers of a community as of 31 July 2023 with 837.5 thousand followers. The tools that will be used are surveys, conducted according to the sample size and processed using SMARTPLS 4 and the SEM-PLS model. Results: The findings urge that some variables have a significant influence on purchase intention directly but become less significant when influenced by brand image. Some variables can influence purchase intentions significantly through brand image, even if the certain variable did not have a significant influence on purchase intention directly. Conclusions: By knowing the significance of the variables towards brand image and purchase intention, ones with major influence can be implemented as a strategy to improve marketing in Indonesian furniture distributors.